소비자 여정의 차이: 접속 기기와 구매전환을 중심으로 = Differences in the Consumer Journey: Focusing on Connected Devices and Purchase Conversion

다국어 초록 (Multilingual Abstract)

Research Purpose: Digital channels and mobile devices complicate consumer journeys, but little research has been done on the differences in journeys between PCs and mobiles. This study aims to explore such differences based on the device used and whether a purchase is made.
Research Methods: For empirical analysis, 1,347,715 consumer journey data from the Google Merchandise Store were collected and analyzed to compare visit channel proportions for mobile and PC users, and traffic source proportions over time for purchasing and non-purchasing consumer journeys.
Results in Research: The analysis revealed differences in the proportion of information sources used by consumers based on the device they use. Additionally, differences were found between purchasing and non-purchasing consumer journeys. It was also found that the value of information channels constituting the consumer journey differs.
Research Conclusion: This study contributes to the online consumer journey literature by demonstrating that the information sources constituting the consumer journey vary according to the device used by the consumer and the time flow.

국문 초록 (Abstract)

디지털 채널의 확산과 모바일 장치의 수용 증가는 소비자 여정을 복잡하게 만들고 있다. 그러나 PC와모바일 간의 소비자 여정 차이를 분석한 연구는 제한적이다. 따라서 본 연구에서는 접속 기기(PC vs. 모바일)와구매전환 여부에 따른 소비자의 여정을 탐색하고자 한다. 실증분석을 위해 Google Merchandise Store의 소비자여정 데이터 1,347,715개를 구성하고 분석하였다. 분석방법으로는 모바일과 PC의 소비자가 이용하는 방문채널의 비율에 차이가 있는지 확인하기 위해 평균비교 분석을 실시하였다. 그리고, 구매 전환된 소비자 여정과비 구매 소비자 여정을 구분하여 유입 경로의 비율이 시간 흐름에 따라 어떻게 변화하는지 그래프를 기반으로분석하였다. 분석결과, 사용하는 기기에 따라 소비자가 사용하는 정보 원천의 비율에 차이가 있었고, 구매로전환된 소비자 여정과 비 구매 소비자 여정 간에도 차이가 있는 것으로 분석되었다. 또한, 소비자 여정을구성하는 정보채널의 가치도 차이가 있는 것으로 분석되었다. 본 연구는 소비자가 사용하는 기기와 소비자여정을 구성하는 정보 원천에 차이가 있음을 발견함으로써 학문적 측면에서 온라인 소비자 여정 문헌과디지털 마케팅 문헌에 기여하였다. 실무적 측면으로는 구매전환뿐만 아니라 구매액에 정보 원천이 미치는영향을 분석함으로써 마케팅 실무자들에게 다양한 실무적 시사점을 제공할 수 있다. 추후에는 본 연구를바탕으로 다양한 온라인 쇼핑몰 데이터를 활용하고 다양한 유입채널을 고려한 확장연구를 기대해 볼 수있다.

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